For upper-level undergraduate or MBA "core" courses in Marketing Management.This book is perfect for getting to the core concepts for any Marketing Management course, but particularly fitting for instructors who like to introduce cases and other source material. Unique and central to this book is the Marketing Strategy Framework, which is introduced in chapter two and continues throughout the rest of the book.Marketing strategy focus-With spotlights on cross-functional relationships. Provides students with a concise presentation with a strategic orientation.NEW - Product Decisions coverage in Chapter 7. Provides students with more material on branding and product positioning as well as discussion about product line decisions.NEW - Customer Relationship Management Chapter 14-In-depth coverage includes conceptual approach and CRM implementation tactics. Develops students' abilities to maintain and enhance long-term relationships with customers.Additional coverage in Chapter 11, Direct Marketing.NEW - Strategies for Technologies and Global Marketing-Fully integrated throughout the text. Numerous non-U.S. examples convey a global view befitting today's open economy.NEW - Product Coverage-All new product coverage is now covered in consecutive chapters. Coverage of launching new products has also been expanded. The impact of the Internet-Weaves a strong information technology (IT) and online emphasis throughout the book, including examples of Internet use, links to relevant websites, profiles of high-tech markets, and more. Shows students how information technology and the Internet have dramatically affected today's marketing manager's job, preparing them for their own technology-charged careers.Solid Pedagogical FrameworkFlexibility in and out of the classroom. Concise text enables instructors to use stand alone of supplement with cases and readings.Visit www.prenhall.com/ custombusiness NEW - Video Shorts-Short vignettes and discussion questions appear at the end of every chapter, to be used with brand new 3-to-4 minute videos that accompany this edition. The video clips can be access at www.prenhall.com/winer or in the Instructor's Video Library. Chapter Brief and Case-Provides roadmap of key concepts. Contemporary real world situation offers a context to apply chapter's material to the marketing decision process.In-Depth Look-In each chapter, highlights how a real-world company practices a particular marketing concept. Examples of Real Companies and Real Strategies-Highlights how an actual company has applied a specific marketing strategy or program. Executive Summaries-At the end of each chapter, the "Executive Summary" recaps the chapter's main points. End-of-Chapter Questions-Following the "Executive Summary," a series of chapter questions permits students to review and apply the material they have learned in the chapter.

The purpose of "Marketing Research for Managers" is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This new edition of the text includes: The development of the "knowledge economy"; analysis of customer relationship management; comprehensive discussion of electronic techniques; and, new and updated case studies and examples. Highly practical and informative, it includes new material which highlights the impact of new technology.

The purpose of Marketing Research for Managers is to enable managers to become more informed research users and buyers. The more managers know about how marketing research works, the more effective they can be in using it as a management tool. This new edition of the text includes:* The development of the 'knowledge economy'* Analysis of customer relationship management* Comprehensive discussion of electronic techniques* New and updated case studies and examplesHighly practical and informativeNew material which highlights the impact of new technologyNew case studies and examples

Through six previous editions, "Airline Marketing and Management" has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry.
This title features new material on: changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Business Class' airlines; an explanation of the US/EU 'Open Skies' agreement and analysis of its impact; the increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted; product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfiguration of aircraft cabins; changes in pricing philosophies, with, for example, airlines moving to 'A La Carte' pricing, whereby baggage, catering and priority boarding are paid for as extras; airline websites and their role as both a selling and distributing tool; and, the future of airline marketing.
A review of the structure of the air transport market and the marketing environment is followed by detailed chapters examining business and marketing strategies, product design and management, pricing and revenue management, current and future distribution channels, and selling, advertising and promotional policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from knowledge obtained regarding the extraordinary strategic challenges now facing aviation. Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.

Through six previous editions, "Airline Marketing and Management" has established itself as the leading textbook for students of marketing and its application to today's airline industry, as well as a reference work for those with a professional interest in the area. Carefully revised, the seventh edition of this internationally successful book examines an exceptionally turbulent period for the industry.
This title features new material on: changes in customer needs, particularly regarding more business travellers choosing - or being forced - to travel economy, and analysis of the bankruptcy of 'All Business Class' airlines; an explanation of the US/EU 'Open Skies' agreement and analysis of its impact; the increase in alliance activity and completion of several recent mergers, and the marketing advantages and disadvantages that have resulted; product adjustments that airlines must make to adapt to changes in the marketing environment, such as schedule re-adjustments and the reconfiguration of aircraft cabins; changes in pricing philosophies, with, for example, airlines moving to 'A La Carte' pricing, whereby baggage, catering and priority boarding are paid for as extras; airline websites and their role as both a selling and distributing tool; and, the future of airline marketing.
A review of the structure of the air transport market and the marketing environment is followed by detailed chapters examining business and marketing strategies, product design and management, pricing and revenue management, current and future distribution channels, and selling, advertising and promotional policies. The reader will benefit from greater understanding of both marketing and airline industry jargon and from knowledge obtained regarding the extraordinary strategic challenges now facing aviation. Written in a straightforward, easy-to-read style and combining up-to-date and relevant examples drawn from the worldwide aviation industry, this new edition will further enhance the book's reputation for providing the ideal introduction to the subject.

All-to-One is the new marketing model which shows marketers, managers and CEOs how to develop life-long customer relationships in the post internet economy. As the novelty of the internet begins to wane, this book takes a step beyond the popular 'one-to-one' concept. It reveals a new vision of marketing and customer relationship management, one which acknowledges the advantages of the Internet but believes it should only be part of a broad communication / selling dialogue with customers. All-to-One was developed in conjunction with, and is now being implemented by, leading multinational corporations. This book leads you through the five-stage methodology - RELMODEL which will empower you to apply All-to-One to your marketing, your brand image, and to your company culture and structure. The book covers all aspects of All-to-One's impact on companies, on their marketing and on the society in which they operate. It shows in detail how successful companies such as General Motors are exploiting the advantages of All to One. And it assesses what went wrong with companies such as Boo.com and British Airways.

The most researched, documented, and comprehensive manifesto on experiential marketing.§§As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences.§§Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach--including Coca-Cola, Nike, Microsoft, American Express and others--open the next chapter of marketing. . . as experiential brands.§§Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes.§§You'll learn:§The history and fundamental principles of experiential marketing§How top brands have reset marketing mixes as experience-driven portfolios§The anatomy of a brand experience§The psychology of engagement and experience design§The 10 habits of highly experiential brands§How to measure the impact of experiential marketing§How to combine digital and social media in an experiential strategy§The experiential marketing vocabulary§How to begin converting to experiential marketing§§Marketers still torn between outdated marketing models and the need to reinvent how they market in today's customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.

The Principles of Islamic Marketing fills a gap in international business literature covering the aspects and values of Islamic business thought. It provides a framework and practical perspectives for understanding and implementing the Islamic marketing code of conduct. It is not a religious book. The Islamic Economic System is a business model adopted by nearly one quarter of the world's population. Baker Alserhan identifies the features of the Islamic structure of International Marketing practices and ethics. Adherence to such ethical practices elevates the standards of behaviour of traders and consumers alike and creates a value-loaded framework for meaningful cooperation between international marketers and their Muslim markets. His book provides a complete guide for an organization when managing its entire marketing function or when customising part of its offering to suit Muslim customers. It addresses the challenges facing marketers involved in business activities with and within Islamic communities, the knowledge needs of academic institutions, and the interest of multinationals keen on tapping the huge Islamic markets.
Along the way, Baker Alserhan provides insights into key elements such as, distribution channels, retailing practices, branding, positioning, and pricing; all within the Muslim legal and cultural norms. This second edition brings the book up to date and features a number of new case studies and two additional chapters on Maqasid Al Shariah and the Islamic economy, and a strategic perspective on Islamic marketing and branding.

The #1 Plan for Profiting from Facebook: Now Updated with New Tools, Techniques, & Strategies! Brian Carter's complete, step-by-step Facebook sales and marketing plan has helped thousands of companies supercharge their online sales and profits. Now, he's completely updated it to reflect new Facebook features and tools, share all-new examples and experiences, and deliver actionable new insights about Facebook's users...your customers! Carter focuses on techniques proven to pay off and steers you away from expensive techniques that no longer work. You'll discover today's best ways to attract more prospects at lower cost, convert more of them into profitable buyers, repel "brand-bashers," and attract fans who'll help you sell. This is a book for doers, not talkers: entrepreneurs and marketers who want results, fast!
* Compare Facebook's five routes to profit, and choose your best strategies * Craft a Facebook program that reflects your unique offerings and customers * Avoid eight key mistakes that kill Facebook profitability * Continuously optimize your presence to reflect your experience and performance * Sell the dream: Go beyond benefits to arouse your fans' desires * Attract super-affordable, targeted visitors and fans with Facebook ads * Deepen engagement by applying new insights about Facebook users * Improve branding, positioning, and customer service along with revenue * Master 13 proven influence tactics for transforming casual visitors into buyers * Employ time-tested sales tactics, including testimonials and upselling * Build a community you can translate into profits * Create a cost-effective B2B marketing program that works

This book is a result of research on both theory and practice of capital flows in the global economy. The research has been performed by a team of economics from the Collegium of Business Administration, at Warsaw School of Economics. The authors focus primarily on the origins of world financial crisis and on the new directions of capital flows. Additionally, the authors discuss the impact of the process of capital accumulation by China and India on the world economy, mechanisms of shaping crude oil prices as well as growing importance of remittances....